Fragmentation And Segmentation: Marketing Global Benefits

Main Article Content

Russell Adams

University of Texas at Brownsville

Keywords

Globalization, Consumption, Brands, Market Segmentation

Abstract

Though consumption culture and globalization are major themes impacting the modern landscape, there has been limited research in these areas due to, in part, the increasing fragmentation of markets. A case is made that the seemingly disparate views, cultural fragmentation and global segmentation can be harmonized. This paper presents a theoretical framework to understand how the fragmentation of markets and global segmentation strategies can be compatible. Due to the cultural convergence brought on by globalization and marketing intermediaries, global segments can be identified through the common needs sought by consumers.

Published since 2002ISSN 1535-0754 (print), ISSN 2157-9393 (online)The International Business & Economics Research Journal (IBER) welcomes articles in all areas of international business and economics research.